Daniel Farey-Jones
Feb 21, 2023

Toilet roll dance seeks to inspire bowel cancer action

Your next poo could save your life, NHS England says.

Toilet roll dance seeks to inspire bowel cancer action

M&C Saatchi has created an uplifting 60-second TV ad as part of a campaign to help NHS England get more people completing their bowel cancer screening process.

The problem that needs solving is that many of the roughly 4.5 million people who are sent a bowel cancer screening kit to use at home each year fail to follow through and provide a sample for testing.

The hero spot, “Ribbon dancer”, grabs viewers’ attention with the Sammy Davis Jr anthem I’ve Got to Be Me (with a touch of black humour in the opening line “I want to live, not merely survive”).

It holds it with the surreal sight of a middle-aged man cavorting around his home and garden in a display of ribbon dancing, as seen in rhythmic gymnastics, but improvised using a roll of toilet paper.

A series of quick cuts depict the completion of the bowel cancer screening kit, before a voiceover instructs the audience, “Your next poo could save your life. If you’re sent a bowel cancer screening kit, put it by the loo. Don’t put it off.”

The TV ad was created by copywriter Amy Parkhill and art director Ed East and directed by Si&Ad for Academy Films.

The campaign also includes video on demand, search, social, online video and community radio, with media planning by Wavemaker and media buying by OmniGov.

Guy Bradbury, creative partner at M&C Saatchi London, said: “To remind people who have been invited to take the bowel cancer test next time they go to the loo, we wanted to create a campaign that was distinctive, memorable and joyous.”

Phil Bastable, deputy director, head of marketing and social media team, NHS England, said the campaign “addresses a serious, sensitive issue in an engaging and memorable way”.

Source:
Campaign UK

Related Articles

Just Published

2 hours ago

40 Under 40 2024: Tim Lindley, VaynerMedia

Lindley’s work at VaynerMedia, balancing strategic vision and growth with empathetic leadership, makes him a standout figure in the APAC marketing landscape.

4 hours ago

How indies are closing the gap between holding ...

In a true David vs. Goliath battle, nimble independent agencies are defying the "bigger is better" narrative, winning top clients and industry awards with smart investments, speed, and agility.

4 hours ago

Marubeni banks on J-Pop singer Ado's mystique in ...

In her first-ever advert appearance, J-Pop superstar Ado teams up with Marubeni to deliver a metaphor for collaboration and overcoming challenges.

5 hours ago

Moves and wins roundup: Week of February 17, 2025

Netflix, Pageone Group, Golin, Mars United Commerce, the Parramatta Eels and more in our weekly collection of people moves and account news.